Success Story

Medical technology – attractive for a machine manufacturer?

Multiple companies plan to enter new markets. However, trying to find their way in uncharted waters means taking some major risks. By using its broad expertise in the target markets managing the corresponding process, Zuhlke guides and implements a realistic approach.


The precision-milling machine business unit of this globally active client was tasked with doubling both, turnover and profitability within 3 years. To achieve this, the initial strategy was to focus on attractive, up-and-coming market sectors such as the medical technology.

The client however lacked in-depth knowledge of business logic, customer expectations and competition in the target market. With the medical technology market facing increasing pressure on margins, growing competition from emerging markets and increasingly higher regulatory hurdles, Zuhlke carried out the strategic analysis and business planning on the client’s behalf. In this rapidly changing environment, profitability, market development and an adaptable business model have become the number one priorities. This results in a much more demanding production environment, so that the focus shifts on reducing manufacturing costs, scaling-up new products to serial production more effectively and to launch new products faster than ever. These factors basically determine the business potential and constitute the key elements for success.


Services by Zuhlke Consultants:

  • Analysis of business activities in the medical technology industry and identification of strategic guidelines based on a consistent segmentation of markets, products and technologies.
  • Selection of the four most promising segments offering the best fit with the client’s core competencies. Specification of the range of services to be offered for individual customer categories including an assessment of the current state of competition. Verification of the in-depth analysis conducting interviews with existing and potential customers.
  • Developing the most promising strategy, including fine-tuning the innovation portfolio and a tailored business and market development strategy.

Customer benefits

  • The solid market expertise provided by Zuhlke permits a realistic assessment of the current business situation and the identification of the most promising future strategy.
  • Zuhlke develops the key success factors for the carefully selected segments and indicates the services and products needed in order to realise their business potentials.
  • The masterplan produced helps the client to successfully establish itself as a solution provider offering broad expertise in application-development across Europe and globally.